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# ITV AdVentures Invest
- URL: https://entrepreneurplus.co.uk/investors/itv-adventures-invest/
- Published: 2026-10-15T15:16:25.000Z
- Updated: 2026-10-15T15:16:25.000Z
- Description: ITV's media-for-equity fund trading TV and ITVX advertising for stakes in consumer brands.
- Author: Editorial Desk
- Tags: #ep-investor

![ITV AdVentures Invest logo](https://storage.ghost.io/c/05/a4/05a4a052-18ab-4836-8924-ec8b322c371c/content/images/2026/10/itv-adventures-invest-logo.png) 

ITV's media-for-equity fund trading TV and ITVX advertising for stakes in consumer brands.

- Corporate VC
- London

Type

Corporate VC

Based in

London

Stages

Seed, Series A, Series B+

Sector focus

Consumer, E-commerce & Retail

Cheque size

c. £1m-£3m in advertising airtime

Fund size

Undisclosed

Website

[itvmedia.co.uk](https://itvmedia.co.uk/?ref=entrepreneurplus.co.uk)

ITV AdVentures Invest is the media-for-equity programme of ITV plc, the UK commercial broadcaster. Rather than cash, it invests advertising airtime across ITV's linear channels and the ITVX streaming service in exchange for minority equity stakes in early-stage, high-growth, consumer-facing and direct-to-consumer businesses. Deals are typically worth between £1 million and £3 million in airtime. Recent investments include ufurnish.com, mynestegg, Tryp.com and The Body Coach app, and earlier holdings include what3words and THIS. The programme suits businesses that are ready to use television advertising to build brand awareness at scale.

[LinkedIn](https://www.linkedin.com/company/itv-media-advertising/?ref=entrepreneurplus.co.uk)

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